Analisis Efektivitas Touchpoint online dan Offline terhadap Keputusan Pembelian Rumah Subsidi di Tasikmalaya
Abstract
This study aims to analyze the effect of online and offline touchpoints in the customer journey on the purchase decision of subsidized housing units at PT Prima Anugrah Utama in Tasikmalaya. This study employed a quantitative approach using a survey method involving 75 consumers who had completed a housing purchase or mortgage agreement. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 26. The results show that the online touchpoint has no significant effect on purchase decisions (t = -0.131; p = 0.896). In contrast, the offline touchpoint has a positive and significant effect on purchase decisions (t = 13.975; p = 0.000). The model explains 83.3% of the variation in purchase decisions. These findings indicate that online touchpoints primarily provide initial information, while offline interactions play a more important role in finalizing purchase decisions. Future research should consider financing accessibility and credit eligibility.
Keywords
Customer journey, Online Touchpoint, Offline Touchpoint, Purchase Decision, Subsidized Housing
References
Andreansyah, Y., Fahmi, T., & Nasution, A. (2025). Strategi bauran pemasaran terhadap keputusan pembelian rumah KPR subsidi (Studi pada konsumen Perumahan Sari Indah Permai 3 Kecamatan Gunung Maligas Kabupaten Simalungun). Jurnal Bisnis Corporate, 10(1). https://doi.org/10.46576/jbc.v10i1.6212
Askarno, A., & Riyan, A. B. (2026). Customer journey di era omnichannel: Transformasi perilaku konsumen dan implikasi strategi digital marketing. Winter Journal: IMWI Student Research Journal, 7(1), 188–200. https://doi.org/10.52851/wt.v7i1.101
Desa Nota, I. P., & Engkus. (2026). Customer journey mapping in the multi-platform era: A touchpoint analysis of purchase decision-making. Economics and Digital Business Review, 7(2), 370–380. https://doi.org/10.37531/ecotal.v7i2.3910
Ersani, I. A., Mahfudnurnajamuddin, Basalamah, J., & Ashoer, M. (2022). Pengaruh strategi pemasaran terhadap penjualan rumah subsidi di PT Mitra Lestari Perkasa Polewali Mandar. Center of Economic Students Journal, 5(4), 420–430. https://doi.org/10.56750/csej.v5i4.562
Fauzi, N. R., & Sisilia, K. (2020). Analisis perbandingan keputusan pembelian online dan offline customer pada OR-K 689 Clothing. Jurnal Menara Ekonomi, 6(2). https://doi.org/10.31869/me.v6i2.1812
Field, A. (2018). Discovering statistics using IBM SPSS statistics (5th ed.). SAGE Publications.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420
Magfirah, H., & Habiburahman. (2022). Analisis strategi bisnis dalam meningkatkan penjualan perumahan subsidi Bumi Pramuka Indah pada PT Arta Berlian Properti. SIBATIK Journal, 1(10), 2201–2212.
Rahman, Q. A., & Fachira, I. (2026). Mengembangkan strategi pemasaran omnichannel menggunakan customer journey mapping pada perusahaan ritel olahraga: Studi kasus Decathlon Indonesia. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 7(6), 4102–4108. https://doi.org/10.47467/elmal.v7i6.11702
Sekaran, U., & Bougie, R. (2016). Research methods for business (7th ed.). Wiley.
Shafitri, W., Kamase, J., Suriyanti, & Dewi, R. (2023). Analisis perbandingan bauran pemasaran terhadap peningkatan penjualan melalui online shop dan offline store. Center of Economic Students Journal, 6(2), 127–140. https://doi.org/10.56750/csej.v6i2.578
Siregar, A. I. (2021). Model keputusan pembelian rumah subsidi dari perspektif fasilitas, citra perusahaan, dan harga. Jurnal Ekonomi Manajemen Sistem Informasi, 3(2), 212–224.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17–21.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125, 336–353. https://doi.org/10.1016/j.jbusres.2020.12.028
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Weippert, M., Schlosser, A., & Heinemann, G. (2024). The scope and intensity of personalised omnichannel customer journeys: A conceptualisation integrating experts’ and consumers’ perspectives. Journal of Marketing Management, 40(15–16), 877–909. https://doi.org/10.1080/0267257X.2024.2388088
Wisana, I. D. G. K. (2021). Subsidi perumahan, migrasi, dan permintaan rumah: Studi kasus program KPR bersubsidi di Indonesia.
Published
How to Cite
Issue
Section
Copyright
Copyright (c) 2026 Rangga Purnama, Adi M. Nur Ihsan, Isyana Rahayu
The author(s) retain full copyright of this work. The copyright holder grants the journal the right of first publication and the right to distribute the work under the terms of the selected open-access license.
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
All published content in Takuana: Jurnal Pendidikan, Sains, dan Humaniora is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (CC BY NC SA 4.0). This license allows others to share, copy, redistribute, and adapt the work for non-commercial purposes, as long as proper credit is given to the original author(s) and source, and any derivative works are distributed under the same license.
Attribution must include a clear citation of the original work and a statement indicating whether any changes were made. Commercial use is not permitted under this license and there is no additional legal or technological restrictions may be applied. For more information about the license terms and permissible use, please refer to the full license text available here.
